Summary of Applebee's America

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Applebee's America book summary
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Rating

7 Overall

7 Applicability

6 Innovation

8 Style

Recommendation

What do Bill Clinton, George W. Bush, Applebee’s and Saddleback Church founder Rick Warren have in common? Their proponents have all used microtargeting to sell them to the American people. Political mavens Douglas B. Sosnik and Matthew J. Dowd have teamed up with journalist Ron Fournier to explain how two American presidential campaigns, a restaurant chain and a megachurch all identified potential customers and got them to turn out – whether to the polls, the pews, or the neighborhood bar and grill. While this book may seem somewhat dated in the wake of Barack Obama’s two highly sophisticated campaigns, it nevertheless offers a fascinating look at how pioneering politicians, businesspeople and preachers used microtargeting before 2008. getAbstract recommends it to marketing experts looking for a quick history on successful selling in an uncertain world.

In this summary, you will learn

  • How microtargeting works;
  • How Bill Clinton, George W. Bush, Applebee’s and Saddleback Church founder Rick Warren used microtargeting in their marketing; and
  • Why a sense of community is any marketers’ most appealing selling point.
 

About the Authors

Douglas B. Sosnik was on the Clinton White House staff. Matthew J. Dowd helped manage George W. Bush’s 2000 and 2004 campaigns. Ron Fournier writes for the National Journal.

 

Summary

Going for the Gut
In the 1990s and early 2000s, two very different politicians – presidents Bill Clinton and George W. Bush – discovered that Americans voted not with their pocketbooks or their policy positions but with their values. With the country undergoing massive change and with ...

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